Successful marketers today optimize their ad spend based on the outcomes they are trying to achieve. But if part of your marketing or sales process happens offline, you may be stuck optimizing your ads based on top-of-the funnel activities, like landing page conversions. This can be inefficient since only a small fraction of those people will eventually become sales opportunities or customers.

With the Marketo and Google AdWords integration, you can view offline and other buyer stage conversion data from Marketo inside Google AdWords, helping you to identify which keywords and ads drove a meaningful result, such as bringing you a paying customer.